Most people think razors when they think Gillette -- and razors have put it in the courtroom with rival Energizer Holdings
The Rembrandt acquisition gives Gillette a synergistic product for Oral-B, but it also signs the company up for some pretty steep competition. The leader in tooth-whitening products is Procter & Gamble
Terms of Gillette's deal to buy Rembrandt were not revealed. Rembrandt's seller, Den-Mat Corp., is privately held, so there's not too much to glean about the Rembrandt business. However, even if Gillette is snapping up Rembrandt at a good price, it has its work cut out for it to make this one a big winner. Gillette may have spent and won to increase its share of the razor market, but it would also have to spend to win in the tooth-whitening space, given the other wildly popular choices on the market today.
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Alyce Lomax does not own shares of any companies mentioned.